The competition for visibility in the search results is fierce, which is all the more reason that big brands should stake their claim as a presence to be reckoned with online. Alongside search engine optimization, pay-per-click (PPC) can garner more real estate for your brand on the results page – and if you’re not there, your competition surely will be.
So, if you’re on the fence about PPC, or if just haven’t given it much consideration until now, allow me to discuss why PPC is a no-brainer for your brand – even if you’re already a successful business.
PPC Matters To Big Brands, And It Drives Revenue
Let’s look at a few stats that highlight why PPC is a channel to consider in 2015.
First, if you’re already focusing on the organic search side, why not take it to the paid side as well? Take note that this data shows pay-per-click has a positive impact on organic click-through rate in many cases.
And, if there’s ever any doubt that big brands need to have a presence in paid search, too, look no further than these tops luxury brands and their paid ad spend, as well as these top health insurance advertisers vying for visibility in the search results.
We can see the results of paid search spend in reports like this one on the 2014 holiday shopping season revenue, and this one (PDF) from the Interactive Advertising Bureau that highlights advertising revenue in the first half of 2014.
In fact, according to the Interactive Advertising Bureau (IAB) report, search ads accounted for $9.1 billion, or 39 percent, of the total Internet advertising revenue for the first half of 2014. When including mobile-related search revenue, search ads totaled $11.8 billion in revenue.